MRKT20057 Global Business Marketing: UGG's UK Expansion Strategy

This presentation analyzes UGG's global business marketing strategy for expanding into the United Kingdom. It discusses the rationale behind choosing the UK market, highlighting its political stability, low interest rates, and technological advancements. The presentation also covers market selection, emphasizing the growing success of fashion brands and the multicultural nature of the UK. Key strategies include competitive pricing based on product quality and value, promotional efforts using social media and sponsorships, and a reliable distribution network. Recommendations include analyzing UK market conditions and addressing potential economic variations. The presentation references academic sources to support its analysis and recommendations.

GLOBAL BUSINESS
MARKETING

INTRODUCTION
• Analysis of the rationale of the choice along with selection
• The name of the organization is Ugg footwear brand based in Australia trying to
expand their presence in United Kingdom
• The country is chosen as the economy is stable and technological advancements has
helped in transforming the company effectively

ANALYSIS OF RATIONALE
• To expand the business in United Kingdom as the economy is politically
stable
• Secondly, the interest rates is low in the economy of UK and this will
assist the company in receiving and generating funds for themselves
• Due to the different technological advancements, the entire economy has
been transformed

MARKET SELECTION AND STRATEGY
• The market that is selected is United Kingdom
• It has been analysed the fashion brands are becoming successful in nature to gain
more competitive advantage in the market
• The nation is multi cultural place wherein there are different individuals along with
different tastes and preferences
• Main motive is to expand their presence in different countries to understand their
preferences effectively

COMPETITIVE AND PRICING
STRATEGIES
• The main competitive strategy for Ugg is the quality of the products that
are being sold to the customers
• It is essential to grab the attention of the customers in the market by
including the minimal pricing technique
• Value based pricing has been adopted by Ugg footwear brand as this
helps in being more competitive

PROMOTION STRATEGY
• Adoption of the social media networks and mobile applications can be
adopted by Ugg as this can help them in becoming more recognizable
• Create a loyal customer base in the competitive market
• Develop different sponsorship programs along with appointing different
sportsman to enhance their brand

DISTRIBUTION STRATEGY
• It provides reliable distribution network to improve sales
• It includes different channels for selling products to
wholesalers
• They can adopt different marketing and distribution techniques
to reach to the customers and gain competitive advantage

RECOMMENDATIONS
• Analyse the different conditions of the UK market as this can assist them
in analysing and handling the issues effectively
• From the PEST analysis, it can be recommended that the company can
face issues as there are different variations in the economy of UK
• Analysis of the market conditions of UK as they have to compare the
prices with other competitors in the market

REFERENCES
Appiah-Adu, K., & Amoako, G. K. (2016). The execution of marketing strategies in a developing
economy: A case study of selected market leaders. African Journal of Economic and Management
Studies, 7(1), 9-29.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson
Education.
De Pelsmacker, P., van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and
hotel performance. International Journal of Hospitality Management, 72, 47-55.
Funk, D., Alexandris, K., & McDonald, H. (2016). Sport consumer behaviour: Marketing strategies.
Routledge.